Photo Credit: Broadway Dance Center
During the holiday season, we are all exposed to an advertising overload. Everyone wants you to buy their product, every business has a sale, and soon, all the ads start to look like each other. This year, Apple took a different approach in its advertising, and in my opinion, successfully broke through the clutter. It recently unveiled a short film titled “Sway,” which highlights the new Iphone X and Apple Airpods. In this film, real life married couple, and professional dancers, Lauren Yalango-Grant and Christopher Grant, perform a whimsical dance on a chilly night through snow-covered streets. The film proves that music, coupled with dance, has the that the power to connect anyone.
In the film, Yalango-Grant walks down a street during a snowy night wearing Apple Airpods. Once she selects Sam Smith’s “Palace” from her Apple music playlist, she’s transported into a different world. As she begins to dance by herself, she bumps into a stranger on the street (her real-life husband) and puts one of her Airpods in his ear. Then, they begin to dance through the streets together, eventually dancing up the side of a building and on top of a car. Once they return to the ground, they almost kiss before reality sets in and Yalango-Grant takes her Airpod back.
Like their roles in “Sway,” this real-life couple also met during a chance encounter. Both dancers auditioned for Pilobolus Dance Theater in 2007 and ended up joining the company. They then spent the next 8 years touring the world together, and are now cementing themselves as a power couple in the dance industry.
Christopher Grant is from Mississippi and graduated from the University of Southern Mississippi with a B.F.A. in Dance Performance and Choreography. He was one of the original collaborators of the show Shadowland and was also featured on The Conan O’Brien Show, BBC’s The One Show, and The Royal Variety Show for the Queen of England.
Photo Credit: idownloadblog.com
Lauren Yalango-Grant trained at Jacksonville Ballet Theater and received a B.F.A. from NYU’s Tisch School of the Arts. She danced for the Montreal Professional Dance Project, was featured on The Conan O’Brien Show, and danced for the Queen of England. She was also an original collaborator of the show Shadowland and held the role of principal dancer. Lastly, in 2015, she joined The Diamond Horseshoe’s, Queen of the Night, and danced in the off-Broadway show Fuerza Bruta.
Apple hoped that this particular ad would encourage people to come together, and to take care of each other. It also wanted the film to remind people that in unity, there is diversity. Love shouldn’t fit inside a box.
As a lover of dance, and a communication professional, Apple inspired me this holiday season by incorporating dance in its messaging. Not only did Apple use dance to sell its products, but it took the opportunity to also promote equality in the world, which is such an important reminder this time of year. I know how powerful music and dance are together, but for the most influential tech company in the world to use this combination in its messaging feels like a huge step in the right direction.